Hong Kong’s Four Seas Fishballs is the chosen case for this term. Four Seas Fishballs which was found in 1977 is one of the famous food productions in Hong Kong.

Taking the role as a marketing manager of Four Seas Fishballs, you are asked to identify and suggest different strategies to extend the product/service life cycle of Four Seas Fishballs. These might include the ways to modify the product/service(s), to change the market(s) served or to reposition the product/service(s) in order to meet the changing needs and wants of the consumers and to differentiate from competitors.

Students are advised to collect relevant information from various sources (e.g., library, electronic data bases, Internet search engines, newspapers and magazines etc.) related to the given company and the suggested strategies. Each student is required to suggest at least two different strategies and provide supports for each strategy with the following considerations:

1. Whether there is sufficient demand for the product/service suggested in the strategy
2. Whether the strategy matches the marketing objectives
3. Whether the company possesses the expertise and resources to implement the strategy

4. Whether the product/service suggested can differentiate from competitors